Volume 30, Issue 2, 2021
DOI: 10.24205/03276716.2020.413
Effect of Ambient Scents and Behavior Responses of Customer
Abstract
: This research aimed to explain the influence of an ambient scent and its effects could have on shopper’s behavior by using stimuli (determinants) – organism (emotion) – response (effects) model. We applied PLS-SEM in an examination of how vanilla scent influences shoppers' behavior by submitting electrostatic aroma diffusers in fashion stores. The main findings indicated that vanilla scents have a significant positive impact on shoppers' emotional by taking into account its two dimensions pleasure and arousal in fashion stores. It was also discovered that shoppers' emotional states (pleasure and arousal) have a significant positive effect on shopper' activities (time spent in store, amount of money spent and the intention of revisit the place of purchase). We find also that ambient scent has a significant positive effect on intention of revisit the store, amount of money spent and time spend in store. We find that consumers’ emotions play moderating roles in affecting the impact of ambient scent and behavioral responses of consumer. This study contributes to the retail store management and behavioral responses of consumer literature. The implications for retail store manager for future are discussed.
Keywords
olfactory marketing, emotional state, PLS-SEM model